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SERVICE QUALITY ON PATIENT EXPECTATION AND ACTUAL SERVICE RECEIVED AT GLEANEGAL KUALA LUMPUR
NAZRATULSHIMA BINTI MOHD HALIM
Thesis Submitted to
Othman Yeop Abdullah Graduate School of Business Universiti Utara Malaysia
In Fulfillment of the Requirement for the Master of Science (Management)
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PERMISSION TO USE
In presenting this dissertation/ project paper in partial fulfillment of the requirement for a Post Graduate degree from the Universiti Utara Malaysia (UUM), I agree that the Library of this University may make it freely available for inspection. I further agree that permission for copying this dissertation/ project paper in any manner, in whole part, for scholarly purpose may be granted by supervisor(s) or in their absence, by the Dean of Othman Yeop Abdullah Graduate School of Business where I did my dissertation/project paper. It is understood that any copying or publication or use of this dissertation/ project paper. It is understood that any copying of publication or use of this dissertation/ project paper parts of it for financial gain shall not be allowed without my written permission. It is also understood that due to recognition shall be begin to me and to the UUM in any scholarly use which may be made of any material in my dissertation/project paper.
Request for permission to copy or to make other use of materials in this dissertation/
project paper in whole or in part should be address to:
Dean of Othman Yeop Abdullah Graduate School of Business Universiti Utara Malaysia
06010 UUM Sintok Kedah Darul Aman.
iv ABSTRACT
An improving patient satisfaction and service quality are very important in Gleneagles Hospital Kuala Lumpur. Although this hospital has increasingly number of patient but it is very important to understand patient needs and want and thus create long term and loyal customer. The aim of this study is to determine the relationship between patient expectations and actual service received towards the service offered. This is quantitative research method used to measure the five dimension of SERVQUAL model in service quality. Sample of three hundred and fifty set of questions paper used in this research distributed to inpatient and outpatient department in Gleneagles Kuala Lumpur. Results of the survey analysis revealed that there is a difference between pre and post service rendered to the patients. There is significant result in five dimension which is Assurance, Reliability, Responsiveness, Empathy. Nevertheless, there is no significant different result in Tangibility.
Keywords: service quality, patient expectation, actual service received
v ABSTRAK
Memperbaiki dan meningkatkan mutu perhidmatan kepuasan pelanggan pesakit yang berkualiti adalah amat penting di Hospital Gleneagles Kuala Lumpur. Walaupun hospital ini mempunyai peningkatan bilangan pesakit tetapi ia adalah sangat penting untuk
memahami keperluan pesakit dan mewujudkan hubungan jangka panjang yang setia.
Tujuan kajian ini adalah untuk menentukan tahap kepuasan pesakit sebelum dan selepas mendapatkan perkhidmatan dan rawatan. Dengan mengunakan kaedah penyelidikan kuantitatif yang mengukur lima dimensi model SERVQUAL dalam kualiti
perkhidmatan. Sebanyak tiga ratus lima puluh set soalan kertas yang diedarkan digunakan dalam kajian ini kepada pesakit dalam dan pesakit luar jabatan di Hospital Gleneagles Kuala Lumpur. Keputusan analisis kajian menunjukkan bahawa terdapat perbezaan di antara perkhidmatan sebelum dan selepas yang diberikan kepada pesakit.
Terdapat hasil yang ketara dalam lima dimensi yang Keselamatan, Kebolehpercayaan, Tindakbalas dan Simpati. Walau bagaimanapun, tidak ada perbezaan yang ketara dalam sifat dpt Ketara kepada perkhidmatan seperti fasiliti dan lain-lain
Kata kunci: Servis kualiti, persepsi pesakit, tanggapan sebenar pesakit setelah mendapatkan rawatan
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ACKNOWLEDGEMENT
In the name of Allah, the Most Gracious, the Most Merciful
First of all, praise and thank you Allah Almighty for his uncountable blessing bestowed upon me and enabling me to complete my dissertation despite throughout so many challenges in life.
The completion of this research study could not be possible without the expertise from Madam Pujawati my beloved supervisor who will always there for me to guide and assist me in so many ways possible. I am truly grateful and in-debt with her kindness.
Also, I would like to thank my family and both my sons who have been great strength throughout my Master.
Finally, thank also to my fellow friends who helped directly and indirectly me throughout this academic exploration.
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TABLE OF CONTENT
Title Page i
Certification of Thesis Work ii
Permission to Use iii
Abstract iv
Abstrak v
Acknowledgement vi
Table of Content vii
List of Tables ix
List of Figures x
CHAPTER 1: INTRODUCTION
1.1 Background of Study 1
1.2 Problem Statement 4
1.3 Research Questions 5
1.4 Research Objectives 6
1.5 Scope and Limitation of Study 7
1.6 Definition of Key Terms 7
1.8 Organization of the Thesis 10
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction 11
2.2 SERVQUAL 11
2.3 SERVQUAL Dimensions 12
2.4 Service Quality Gaps 15
2.5 Expectation 17
2.4 Actual Service Received 18
2.4.1 Models of Actual Service Quality Received 19 2.5 Summary
CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction 24
3.2 Research Framework 24
3.3 Hypotheses 26
3.4 Research Design 27
3.5 Operational Definition 28
3.6 Measurement of Variable 28
3.6.1 Measurement Item 28
3.6.2 Measurement Scale 31
3.6.3 Instrumentation 32
3.6.4 Pilot Test 33
3.7 Sampling 34
3.7.1 Population 34
3.7.2 Sample Size 34
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3.7.2 Sampling Method 35
3.8 Data Collection 35
3.9 Data Collection Procedures 36
3.10 Techniques of Data Analysis 37
3.10.1 Demographic Participant Profile Analysis 38
3.10.2 Descriptive Analysis 38
3.11 Summary 39
CHAPTER 4: FINDINGS
4.1 Introduction 40
4.2 Exploratory Data Analysis 41
4.2.1 Skewness, Histogram and P-P Plot 41
4.3 Background of Respondents 42
4.3.1 Gender 42
4.3.2 Age 43
4.3.3 Qualification 43
4.3.4 Salary 44
4.3.5 Method of Payment 44
4.3.6 Other Demographic of Respondents 45
4.4 Reliability Analysis 47
4.5 Descriptive Analysis 47
4.5.1 Reliability 47
4.5.2 Assurance 48
4.5.3 Tangibility 49
4.5.4 Empathy 50
4.5.5 Responsiveness 51
4.5.6 SERVQUAL Dimensions 52
4.6 Paired T Test Analysis 53
4.7 Hypotheses Results 55
4.8 Summary 56
CHAPTER 5: DISCUSSION, RECOMMENDATIONS AND CONCLUSION
5.1 Introduction 57
5.2 Discussion 57
5.2.1 Expectation and Actual Service Received on Reliability 57 5.2.2 Expectation and Actual Service Received on Assurance 58 5.2.3 Expectation and Actual Service Received on Tangibility 59 5.2.4 Expectation and Actual Service Received on Empathy 61 5.2.5 Expectation and Actual Service Received on
Responsiveness 61
5.3 Recommendation 62
5.4 Conclusion 63
REFERENCES
APPENDIX A - Questionnaire APPENDIX B - Output
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LIST OF TABLES
Table 3.1: Operational Definition of Variables 28
Table 3.2: Reliability Items 29
Table 3.2: Assurance Items 29
Table 3.3: Tangibility Items 30
Table 3.4: Empathy Items 30
Table 3.5: Responsiveness Items 31
Table 3.6: Measurement Scale 31
Table 3.7: Questionnaire Format 32
Table 3.8: Reliability Analysis for Pilot Test 33
Table 3.9: Population of Study 34
Table 3.10: Sample Size to Each Group 35
Table 3.11: Technique of Data Analysis 37
Table 4.1: Questionnaire Distributed and Collected 41
Table 4.2: Skewness, Histogram and P-P Plot 42
Table 4.3: Respondent by Gender 42
Table 4.4:: Respondents by Age Group 43
Table 4.5: Qualification of Respondents 43
Table 4.6: Income Level of Respondents 44
Table 4.5: Method of Payment 44
Table 4.6: Duration of Patronage 45
Table 4.7: Reason to Patronage 45
Table 4.8: Type of Admission 46
Table 4.9: Results of Reliability Analysis 46
Table 4.10: Mean and Standard Deviation for Reliability 48 Table 4.11: Mean and Standard Deviation for Assurance 48 Table 4.12: Mean and Standard Deviation for Tangibility 49 Table 4.13: Mean and Standard Deviation for Empathy 50 Table 4.14: Mean and Standard Deviation for Responsiveness 51 Table 4.15: Mean and Standard Deviation for SERVQUAL Dimensions 52
Table 4.16: Statistics for Paired T-Test 53
Table 4.17: Summary of Hypotheses Results 53
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LIST OF FIGURES
Figure 2.1: Service Quality Dimension 12
Figure 2.2: SERVQUAL Model 14
Figure 2.3: The Service Quality Gaps Model 15
Figure 2.4: Technical and Functional Quality Model 20 Figure 2.5: Model of Internal and External Quality Gap 21
Figure 3.1: Research Framework 25
Figure 3.1: Bar Chart for Sampling 35
1 CHAPTER 1
INTRODUCTION
1.1 BACKGROUND OF STUDY
Service quality has become a competitive advantage especially in private hospital health care services industry. The emphasizing on quality as it’s become competitive advantage especially in private health care industry lead in patient satisfaction. An increasing knowledge and understanding of patient on their right seeking medical services especially from the private hospitals has led to improvement of service quality in the healthcare sector.
Mpinganjira (2011) highlighted that due to high competitive environment in health care services the private hospital must focus on excellent business strategy, among which would concern the trait on demand.
In this study of service quality and patient satisfaction in Gleneagles Kuala Lumpur, the SERVQUAL model by Parasuraman (1985) is used to measure the difference between expectation and actual service received as an indicator of customer satisfaction. In this research, a cross sectional and quantitative survey approach was employed to explore the quality received as perceived by customer. It is hoped that this research would lead to a better understanding of how Gleneagles Kuala Lumpur can focus on their service quality as a competitive advantage to their competitor.
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